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THE EFFECT OF BRAND IMAGE AND BRAND IDENTIFICATION OF BRAND LOVE AND E-WOM AND IMPACT ON PURCHASE DECISION

Sri Murni, Setyawati and Ovanika Dani, Irawan (2015) THE EFFECT OF BRAND IMAGE AND BRAND IDENTIFICATION OF BRAND LOVE AND E-WOM AND IMPACT ON PURCHASE DECISION. In: SEMINAR NASIONAL & CALL FOR PAPER APMMI 2015. Program Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Sam Ratulangi Manado, pp. 60-66.

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Abstract

The purpose of this research was to find the association between brand image and brand identification to brand love, and the association between brand love and e-WOM which has correlation to purchase decision. The respondent was the students of Economics and Business Faculty, Jenderal Soedirman University batch 2014/2015. The method of this research was Structural Equation Modeling (SEM). Based on the result of this study, it could be concluded that there were some points to be shown such as : brand image had positive association to brand love, and brand identification has positive association to brand love. Brand love had positive association with e-WOM, which was made by the product of Samsung cellphone had the good contain. The last conclussion was the study concluded that e-WOM had positive association to purchase decision. Tujuan dari penelitian ini adalah untuk menemukan hubungan antara citra merek dan identifikasi merek ke brand love, dan hubungan antara brand love dan e-WOM yang memiliki korelasi untuk keputusan membeli. Responden adalah mahasiswa dari Fakultas Ekonomika dan Bisnis, Universitas Jenderal Soedirman angkatan 2014/2015. Metode penelitian ini adalah Structural Equation Modeling (SEM). Berdasarkan hasil penelitian, dapat disimpulkan bahwa ada beberapa poin yang akan ditampilkan seperti: brand image memiliki hubungan positif dengan brand love, dan identifikasi merek memiliki hubungan positif dengan brand love. Brand love memiliki hubungan positif dengan e-WOM, tentang ponsel yang dibuat oleh Samsung. Kesimpulan akhir menyimpulkan bahwa e-WOM memiliki asosiasi positif pada keputusan membeli.

Item Type: Book Section
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Mr. Benhard W. Tampangela, ST
Date Deposited: 15 Jan 2016 11:07
Last Modified: 15 Jan 2016 11:07
URI: http://repo.unsrat.ac.id/id/eprint/1020

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